Why China Still Can’t Build Global Brands

Many economists argue that competitive nations’ trade relationships foster strong global brands by exposing homegrown products to foreign markets. That would position China to become a brand powerhouse—but the fast-growing economy has no brands on Interbrand’s global top-100 list. Neither do Australia, Norway, and Ireland, for example, even though IMD’s World Competitiveness Center gives them high competitiveness scores.

Global Brands: Strength and Competitiveness

One reason China lacks brand power is its B2B focus. Most of the 34 Chinese companies in the Fortune Global 500 sell to businesses, and building brand recognition is much harder for B2B firms than for consumer companies.

Given their current position, Chinese brands are unlikely to be dominant anytime soon—even if China’s economy becomes the world’s biggest.